Permission Marketing

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Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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THE DIP BLOG by Seth Godin

All Marketers Are Liars Blog

Seeking market resonance

If you've ever wasted time at a catered affair, you know the water glass trick. Half full glass, wet finger, hold the bottom of the glass and then slide your finger around and around the top of the glass.

As you move your finger, the glass will vibrate. Move it just right (a function of the amount of water and the thickness of the glass) and the glass starts to sing. Do it really well and it sings so loud you might be able to shatter the glass and get into all sorts of trouble.

This is what most marketers seek (not the trouble part, the singing part).

The market awaits your innovation. Things that might make it vibrate and resonate don't work. Then some do. It's not always obvious before you start what the right entry point is, what the right product is, what the right speed is. And knowing that you don't know is the most important place to start.

Honing your music or your presentation or your business plan or your store's inventory are all efforts to resonate. Smart marketers are hyper-alert for what's working, for what's starting to get people to prick their ears. Just like the glass, you have a touch, you adjust, you listen, you adjust again.